MINIUSA April Sales Down 24% Due to Model Change
As expected MINIUSA saw sales down for April as the launch of the F56 starts across the nation. The big news here is the 32% increase in certified pre-owned MINIs – likely driven by the lack of new inventory. Full chart after the break.
Official release: For April, MINI USA reported 4,390 automobiles, a decrease of 24.1 percent from the 5,786 automobiles sold in the same month a year ago. Year-to-date, MINI USA reported a total of 13,047 automobiles, a decrease of 34.2 percent from the 19,841 automobiles sold in the first four months of 2013.
In April, MINI used automobiles (including MINI NEXT certified pre-owned) reported sales of 2,157 automobiles, an increase of 31.8 percent from the 1,637 automobiles sold in April, 2013. Year-to-date, MINI used automobiles (including MINI NEXT certified pre-owned) reported sales of 8,133 automobiles, an increase of 25.5 percent from the 6,483 automobiles sold in the same four months of 2013.
<p>Yes, I’m sure inventory is the primary reason sales are down. And I suppose most buyers are not necessarily turned off by the redesign. The rest of us unequivocally are. We may constitute a minority demographic of enthusiasts that once appreciated MINI for its “mininess.” Regrettably each successive generation gets fatter and fatter looking. All the beautiful sheet metal nuances, curved C-pillars and the like have been lost forever it appears. Yes, to a degree, this can been blamed on pedestrian safety standards, but certainly not entirely. My theory is simple. Corporate has aimed at luring a less discriminate, broad spectrum pool of buyers — middle-aged housewives to senior that see the MINI as a higher quality economy car that is “cute.” My perception may be irrelevant from a sales/marketing perspective since the bottom line is all that really matters. Perhaps good for BMW/MINI, but decidedly bad for many of us that have a deep appreciation of MINI history and think it is now traveling down the wrong path.</p>
<p>From the beginning Mazda started to emasculate the Miata. What had been an exceptional sports car that was tight and taut became more of a boulovardier (sp?) that was more a soft riding 2 seat car than a true sports car. Their number always were far higher and the change in the vehicle design probably one served to bring more into the fold, but as a long time owner of an first gen Miata, I can tell you that the later models are much softer than the first. Mini seems to be headed that was and their sales numbers cannot afford the sag that Mazda may have room for. Time will tell.</p>